The document provides guidance on using LinkedIn to market Chevrolet. It recommends establishing a LinkedIn company page to build Chevrolet's identity and connect with professionals. It also suggests using showcase pages and direct sponsored content to target specific audiences. The document outlines strategies for attracting and engaging followers, including sharing relevant content, encouraging member discussions, and amplifying messaging through LinkedIn's network. It emphasizes measuring engagement and ROI to refine the LinkedIn marketing approach over time.

1. LINKEDIN MARKETING FOR CHEVROLET

2. Representing Chevrolet on LinkedIn
Business Case
• Chevrolet LinkedIn Page
• Establish a Page Presence
• What your followers want to hear
• LinkedIn Showcase Page
• Key features of a Showcase Page
• When to leverage a Showcase Page
• Direct Sponsored Content
• How to Leverage DSC
• Best Practices

3. IDENTITY
Chevrolet’s profile to the
world’s professionals
NETWORK
Connect professionals and
Chevrolet’s employees to
the brand
KNOWLEDGE
Share content & to make
professionals more
productive & successful
LinkedIn Company Page: Your destination to establish Chevrolet's identity and
build relationships with the world's professionals

4. Showcase Pages
Showcase Pages will allow Chevrolet to extend their Company Page
presence effectively, segment their audience, and deliver the right
message to the right audience.
LinkedIn Showcase Pages

5. Create a dedicated page Share specific content Create relationships
Create a showcase page
for aspects of your
business with their own
messages and audience
segments to share with.
Members can now follow
aspects of your business
they're interested in.
Share focused content to
build a relationship with a
specific audience.
CONT...

6. With Direct Sponsored Content, target specific audiences
directly in the feed, without publishing on Company Pages
Personalize
Customize your message to
target each audience
Test
Test variations of your
content
Control
What gets published on your
Chevrolet’s Page

7. Audience:
Chevrolet worldwide via its commercials and messaging for differently
segmented cars targets a wide target audience and generates community
feeling around its product lineup. The audience the brand wants to reach is
incredibly varied but it hits just about ‘Ýuppies’ across countries that tend to
buy small, medium and big cars. Although the features of the car are not the
focus, the image of the product is unquestionably marketed.
Age: 18-40
Occupation- Working professionals
Lifestyle- Urban

8. Find your audience Shape perception Establish trust
Geography
Function
Industry
Seniority
Display Ads
Content Ads
Company Updates
Sponsored Updates
Company Updates
Sponsored Updates
Measure and optimize
2 31
WHY LINKEDIN

9. Professionals just like him can be reached on LinkedIn through
330 Million+
powerful targeting capabilities

10. Agenda:
Create a Company Presence
Attract Followers
Keep Your Followers Engaged
Amplify through the Network
Analyze & Refine
Goals of Products & Services Tab:
Showcase Products (or Other Content)
Generate Social Recommendations
Send Traffic to Your Website
Drive Leads to Your Business
HOW TO GROW CHEVROLET’s BUSINESS ON LINKEDIN

11. HOW TO GROW YOUR FOLLOWERS?
Use your content calendar as a guide – and be prepared to change
course based on member engagement.
Create a Group name and masthead that informs members on the
benefits they get from joining the group.
Encourage members to start fresh, new discussions. Your influencers
should be members, not moderators
Welcome members with auto-alerts and drive repeat traffic writing
weekly highlights for existing members
Open the group to gain more traffic. What’s best for your community
Target the right people to join your page using rich profile data.

12. Groups can be mentioned on the Chevrolet’s Page in multiple places to drive
awareness. You can create group for each model that speak to each other.
Invite your family, friends & co-workers first
Mention your LinkedIn Chevrolet Page across your website & other channels.
Engage with people from companies Chevrolet follows
Refer the companies important to your business
Participate in discussions

13. HOW TO MARKET CHEVROLET?
Add LinkedIn follow links to site and Emails
Add a follow company button to your page
Run an email campaign to drive the following and hence marketing
INCLUDE A DIRECT CALL-TO-ACTION.
CONSIDER OFFERING AN INCENTIVE.
PROVIDE CONCRETE BENEFITS.
Identify Industry Thought Leaders
IDENTIFY THOUGHT LEADERS.
SEND THEM PERSONAL INVITES.
ENCOURAGE THEM TO FOLLOW CHEVROLET’S PAGE
Promote other marketing material
EBOOKS, WHITEPAPERS AND GUIDES
PRESENTATIONS AND EVENT MARKETING COLLATERAL
SLIDESHARE PRESENTATIONS
VIDEOS- CUSTOMER & COMPANY

14. CONTENT STRATEGY
Share Information Your Followers Care About-USE INTRIGUING QUESTIONS
Give Your Followers Clear Directions -
ENCOURAGE THEM TO TAKE ACTION, SUCH AS “SIGN UP,” “LIKE” OR
“DOWNLOAD.”
Test Best Times to Post -
POST ON WEEKDAYS DURING MORNINGS AND LATE EVEINGS
POST AT LEAST ONCE A DAY.
Use links & images in your status update.
Make your updates short.
Tell your followers what action to take.

15. Best Practices for Chevrolet LinkedIn Group- Create a bespoke page on
Chevrolet users across the globe
Engage people in thought leadership discussions.
Set guidelines for discussions.
Content creation
Don’t annoy members with fluffy content or anything overly self-promotional

16. Measurement Strategy
Measure Engagement -Check LinkedIn stats to keep engagement in the core of
your strategy
Available Metrics 24h After Posting -Impressions, clicks and level of engagement
Gain Insights about Your Followers -Analyze demographic information about
followers
Keep Track of ROI -See connection between LinkedIn marketing and real
business results

17. Be accurate Be helpful Be everywhere
Keys to Success
LINKEDIN BEST PRACTICE

18. THANK YOU